Des Moines is getting its first romance bookstore
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Sarah Gardner-Bergan. Photo: Courtesy of Gardner-Bergan
Step aside, Fabio — romance novels are in a modern renaissance, and a new bookstore in Des Moines is celebrating that.
Why it matters: Shelf Love DSM will give space to women and queer readers to embrace an often stigmatized genre, says owner Sarah Gardner-Bergan.
State of play: Shelf Love is opening July 26 with raffle giveaways and local author talks.
- Expect pink aesthetics, comfy furniture and shelves full of romance series.
How it started: Like many people, Gardner-Bergan enjoyed reading as a kid but fell out of the habit as she got older. As an adult, diving into romance books (specifically, "From Blood and Ash") helped give her an entertaining way to get back into it — as well as listening to more audiobooks.
- Inspired by her love of reading, Gardner-Bergan began selling book box subscriptions and grew into hosting romance book conventions.
- And after visiting a romance bookshop in Los Angeles, she was inspired to start one here.
What they're saying: Romance novels have historically been stigmatized as "trashy" or "silly," but the rise of BookTok and Bookstagram has helped create an online community that is now gathering in person to chat about their favorite characters.
- Modern romance books are covering serious issues in a more comfortable way and are including more diverse characters, including queer relationships and people of color, Gardner-Bergan says.
- She wants to embrace the things that women like to do and ignore the misogyny that can be directed toward them.
Zoom out: Gardner-Bergan hopes to add to the Dogtown neighborhood, especially since Nos Books, a bookstore dedicated to diverse stories, is also nearby.
- Her goal is to host author signings and different activities, like book bedazzling and bookmark decorating.
The big picture: Romance bookstores are popping off nationally, including HEA Book Boutique in Marion.
- There are also bookstores in nearby cities like Under the Cover in Kansas City and Tropes & Trifles in Minneapolis.
What's next: Gardner-Bergan is also hosting a Sports Romance Convention in Minneapolis next year and is planning a Cowboy Romance Convention — the next big subgenre, she says.